| Title | THE SPARK |
| Brand | MOTO GUZZI |
| Product/Service | V7 CUSTOMIZATION KITS |
| Category |
A02. Non-Fiction: series or film |
|
Entrant Company
|
DIGITASLBI Milan, ITALY
|
|
Contributing Company
|
DIGITASLBI Milan, ITALY
|
Credits
| Chiara Ugozzoli |
Piaggio Group |
Senior VP Global Digital Marketing/CRM |
| Matteo Alzetta |
Piaggio Group |
Digital Marketing Manager |
| Marco D'Acunzo |
Piaggio Group |
Brand Manager |
| Fabio Paracchini |
DigitasLBi |
Executive Creative Director |
| Mauro Caramella |
DigitasLBi |
Creative Director |
| Teto Querini |
DigitasLBi |
Art Director |
| Federico Mainardi |
DigitasLBi |
Art Director |
| Alessandra De Ascentiis |
DigitasLBi |
Copywriter |
| Gabriele Corazza |
DigitasLBi |
Head of UX |
| Simone Viani |
DigitasLBi |
Head of Interface Development |
| Paolo Possenti |
DigitasLBi |
Head of Strategy |
| Chiara Zanetta |
DigitasLBi |
Client Partner |
| Enrico Torlaschi |
DigitasLBi |
Project Manager |
| Daniela Frigerio |
DigitasLBi |
Head of Project Management |
| Guido Galbiati |
DigitasLBi |
Head of Technology |
| Lorena Conti |
DigitasLBi |
Web Specialist |
| Valeriano Pedico |
DigitasLBi |
Web Developer |
| Fabio Norata |
DigitasLBi |
Java Engineer |
| Stefano Girardi |
Report-age |
Film Director |
| Federico Teoldi |
Report-age |
Director Of Photography |
The Campaign
Bike customizers are a very independent tribe: they don’t love official products. Moto Guzzi is launching its first official customization kits, with more than 100 accessories to personalize its iconic v7 model. We decided to put this product launch in the hands of four independent customization gurus, well known and respected among bike connoisseurs. And with the help of this artisans we created THE SPARK, a series of documentaries that celebrated their passion, their stories, their work, their style and their obsession for creating really unique bikes, always starting from a Moto Guzzi.
The client loved this launch campaign: content and conversations about The Spark really flooded the web, and the target audience just keeps talking about it and asking for more. Try googling "moto guzzi garage" for a living proof ot the success of The Spark.
Bike customizers and custom motorbike enthusiasts are a very independent tribe: they don’t love official products and they disregard every kind of advertising. That's why we chose to create content that was about them, and not about the product, in a form – a documentary series for the web – that didn't look and feel like traditional advertising.